The Media Council of Kenya (MCK) has officially launched a newly updated Code of Conduct for the Practice of Journalism, marking a pivotal development in the regulation of media ethics, professionalism, and accountability in the country.
The updated code was published in Special Gazette Notice Supplement No. 70 by Cabinet Secretary for Information, Communication, and the Digital Economy, William Kabogo, and has now become the definitive reference for ethical media conduct in Kenya. The new guidelines replace the previous framework that had faced criticism for being outdated and lacking in key areas such as technological advancements and content protections.
The launch of the new code follows a recent High Court ruling that declared the previous Broadcasting Code unconstitutional. In its verdict, the court directed the MCK to develop more robust standards, particularly those aimed at protecting children and vulnerable populations, and to fill existing regulatory gaps that had allowed questionable content and practices to persist.
In response, the MCK undertook a comprehensive overhaul of the code, incorporating modern challenges including the ethical use of Artificial Intelligence (AI) in editorial decision-making, content creation, and newsroom workflows.
“The ratification of this Code is a testimony and a clarion call for progress. It demands accountability from the media and welcomes critique from the government, fostering trust and mutual respect,” read a statement from the MCK following the announcement.
The Council emphasized that the new code is designed to streamline dispute resolution, ensuring faster and more equitable handling of complaints lodged against journalists and media outlets. It also aims to reinforce professional integrity and maintain public confidence in the media sector.
The MCK hailed the National Assembly’s approval of the updated framework, calling it a “defining moment for media regulation, professionalism, and the unyielding defence of press freedom in Kenya.”
One of the most notable additions to the new code is its guidance on the ethical application of AI technologies in journalism. This includes strict guidelines to ensure that AI tools used for content generation, audience targeting, or data analysis do not compromise journalistic values such as accuracy, fairness, independence, and accountability.
“The evolving media landscape, particularly with the rise of AI and digital platforms, demands a code that is both adaptable and firmly grounded in core journalistic principles,” the Council noted.
The MCK reaffirmed its unwavering commitment to fostering a media environment that serves the public interest, safeguards constitutional freedoms, and champions integrity and transparency in media operations.
This landmark enforcement marks the beginning of a new chapter for Kenyan journalism, one where ethics, technological awareness, and public trust are placed at the forefront of media practice.
Stakeholders in the media industry, including editors, reporters, media owners, and digital content creators, are expected to align their operations with the newly gazetted code, with MCK announcing that training sessions and sensitization campaigns will follow in the coming weeks to facilitate smooth compliance.
Written By Rodney Mbua
